UN Women launches advertising alliance in Australia to fight harmful stereotypes
UN Women, the United Nations entity for gender equality and the empowerment of women, today launched the Australian chapter of the Non-stereotypical alliance, which is part of a global coalition to fight harmful stereotypes in advertising and media content.
The Unstereotype Alliance is a platform for thought and action that unites the influence of the advertising, media and marketing community as a force for good.
The Australian National Chapter is launched with a core of 21 leading companies in the advertising and media community with the aim of securing concrete commitments from across the industry.
Simone Clarke, CEO of UN Women Australia: âRepresenting our community in advertising and media content is essential to create an equal and open society.
âOne of the best ways to do this is to have representation in the advertising, marketing, technology and media industry. This group of leaders come together to implement real and meaningful change which will have a positive impact on Australia. ”
The Alliance’s world champions Unilever, IPG and Mars will lead the charge with Westpac and Coles as national champions.
Founding members and allies include: Accenture, Bayer Australia, Coles, Diageo Australia, Facebook Australia, Google Australia, IKEA, IPG, Ipsos Australia, Mars Australia, Mastercard Australia, Omnicom, Optus, Publicis Groupe, Salesforce, Snap Inc., Suncorp, Unilever ANZ, WPP AUNZ, Westpac and the Australian Association of National Advertisers (AANA).
Anathea Ruys, CEO UM Australia, representative for IPG: “At IPG, we believe that our values ââshould be reflected in our daily actions, from the teams we build to the content we put into the world. It is our responsibility to our employees, customers, consumers and our community to challenge the dangers of stereotypes in advertising and the media. We are excited to expand our partnership with UN Woman on the Unstereotype Alliance when launching a chapter in Australia. In doing so, we honor the wealth of humanity all over.”
Nicole sparshott, CEO Unilever Australia and New Zealand: “We reach so many people every day, with our brands, through our products and through our communication. We have both the responsibility and the opportunity to dismantle stereotypes that perpetuate prejudice and limit potential, creativity and agency. We must be the voice of all individuals, not just a few. “
Ben Hill, Marketing Director, Mars: “As we emerge from the pandemic, we see a widening gap in Australia. The role of advertising can be used as a positive force for good, fundamentally changing the way all Australians are portrayed. It is essential that we address outdated stereotypes in marketing communications to better represent our wonderfully diverse nation – to celebrate all Australians and break the mold of stereotypes. “
Lisa ronson, Marketing Director, Coles: “The Unstereotype Alliance is so critical for Australia right now as the right conversation about damaging gender stereotypes and demonstrating true diversity in advertising and communications has started and it is up to Australian business leaders to take it to the next level and truly embed diversity in our communications to reflect a genuine vision of Australian society and our customers. “
Jenny melhuish, Brand and Advertising Manager, Westpac: “Australia is rich in diversity. Our communities represent many relationships, ethnicities, age groups and gender. It is imperative that we see this authentically presented and celebrated in our advertising, recognizing and proud of the diversity and inclusion of the Australian community. “
COVID-19 has revealed entrenched inequalities that are perpetuated in Australia’s advertising landscape, highlighting ongoing social and economic injustices affecting minority and marginalized groups in the community.
The chapter’s overall strategic intention is to use advertising as a force for good by portraying progressive representations of all people and ensuring that diversity is a priority throughout the creative process. The initiative will take an intersectional approach to address the representation of gender, race, ethnicity and ability in media and advertising content.
The Australian advertising industry plays a fundamental economic role in society – contributing an estimated A $ 17.3 billion in spending to generate A $ 40 billion in the Australian economy and employing over 200,000 people. This Alliance seeks to unite the collective impact of this investment with the momentum of global champions, members and allies.
Sima Bahous, Under-Secretary-General of the United Nations and Executive Director of UN Women: âThe Australian National Chapter is the 10th chapter of the Unstereotype Alliance and this launch marks an important milestone in the Alliance’s journey.
âI am delighted to see this growing footprint as I firmly believe in the need for fieldwork to have an impact. I congratulate and welcome all founding members of the Australian National Chapter for taking the bold step of embracing the mission and using publicity as a positive force to eliminate harmful stereotypes in all media and content.
Leveraging the reach of the 193 United Nations Member States, the Non-stereotypical alliance provides global connectivity to members with a shared commitment to achieving Sustainable Development Goal 5 for gender equality. National chapters drive change at the local level, responding to stereotypes, social norms and cultural attitudes. Australia is the 10e National Chapter, in addition to Brazil, Japan, India, Kenya, Mexico, South Africa, Turkey, United Arab Emirates and United Kingdom.
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